About The Company:

A cream coloured yellow stripped wrapper with a cute baby photo containing 16 biscuits with
the company’s name printed in Red and you know these are Parle-G biscuits. Time changed,
variety of biscuits did come and go but nothing has changed with those biscuits. Yes, the size
of packing has definitely changed but for the consumers good as these are money savers
pack. The Parle name conjures up fond memories across the length and breadth of the
country. After all, since 1992, the people of India have been growing up on Parle biscuits &
sweets.

A decade later, in 1939, Parle product began manufacturing biscuits, in addition to sweet and
toffees. Having already established a reputation for quality, the Parle brand name grew in
strength with this diversification. Parle Glucose and Parle Monaco were the first brands of
biscuits to introduced, which later went on to become leading names for the great test and
quality.

For around 75 years, Parle have been manufacturing quality biscuits and confectionary
product. Over the year Parle has grown to become a multimillion-dollar company with many
of the product as market leaders in their category. The recent introduction of Hide & Seek
chip biscuits is a product of innovation and caters to new taste, being India’s first taste ever
chocolate-chip biscuits.

All Parle products are manufactured under most hygienic condition. Great care is exercised in
the selection and quality control of raw material and standards ensured at every stage of
manufacturing process.

About Parle-G:

Parle-G has been a strong household name across India. The great taste, high nutrition, and
international quality, makes Parle-G a winner. No wonder, it’s the undisputed leader in
biscuits category for decades. Parle-G is consumed by people of all ages, from the rich to the
poor, living in city and in villages. While some have it for breakfast, for others it is a
complete wholesome meal. For some it’s best accompaniment for chai, while for some it’s a
way of getting changed whenever they are low on energy. Because of this, Parle-g is the
world’s largest selling brand of biscuits.

BRAND:

The Parle Biscuit brands, such as, Parle-G, Monaco and Krakjack enjoy a strong imagery and
appeal amongst consumers. Be it a big city or remote village of India, the Parle name
symbolizes quality, health and great taste and yet, this reputation has been built, by constantly
innovating and catering to new taste. This can be seen by the success of new brands, such as,
Hide & seek and Hide & seek Milano.

Brand Name Strategy:

Parle follows company brand name strategy, since all its products are named using the
companies name as a prefix such as Parle-G, Parle-Monaco, Parle Hide n seek, Parle
Digestive Marie, etc.

Brand Strategy Decision:

Product Category

Old New

Old

Brand Name

New

Parle follows both line extension and brand extension for its product. For a product like
Parle-G it followed line extension with the introduction of Parle-G milk shakti and Parle-G
Magic mix which has 2 flavour Chocó and cashew. For Parle Monaco too it followed line
extension when a new favour Monaco jeera was introduced. Similarly when it introduces any
new product in the biscuit category, it follows line extension.

Initially Parle used to produce only confectionaries. Parle followed brand extension with the
introduction of product in a biscuits and snacks category. In this way, by concentrating on
consumer tastes and preference and emphasizing Research and development, Parle brand
grows from strength to strength.
Brand life cycle:

Parle as a company has reached the maturity stage in its brand cycle; since product such as
Parle-G, Parle Monaco, Parle kracjack which from a major part of Parle products sales have
captured most Indian Market. Parle biscuits were in growth stage since 7o years and now they
came in maturity stage...no one can predict that when this product will decline.

Today, Parle enjoy a 40% share of the total biscuit market and 15% share of the total
confectionary market, in India. The Parle Biscuits brands, such as Parle-g, Monaco, and
krakjak and confectionery brands such as Melody, Pop pins, Mango bite and kismi, enjoy a
strong imagery and appeal amongst consumers.

In this way, by concentrating on consumer tastes and preference and emphasizing Research &
Development, Parle brand grows from strength to strength.